Sure Men launch Suremen Lotus F1

03/04/2013

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Suremen, the UK’s No1 male antiperspirant brand from Unilever UK, is to step up a gear with the launch of its NEW Suremen Lotus F1® range. The exciting new limited edition range, which is designed to provide men with 48hour protection in high adrenaline situations, has been launched in line with the brand’s three year global sponsorship deal with the Lotus F1® Team.

The launch will include an on-pack promotion and will be supported with a massive £4m ATL campaign including outdoor, digital, experiential and TV, set to air in May.

The range comprises Sure Men Lotus F1®APAin 250ml and 150ml, Sure Men Lotus F1®Roll onand Suremen Lotus F1®stick. Each is designed to provide men with long-lasting 48hour antiperspirant protection, allowing them to endure high adrenaline situations without the worry of sweat and giving them the confidence to take on any challenge.

Encouraging consumers to purchase at fixture, the Sure Men Lotus F1®on-pack promotion gives men the chance to win a trip to the South of France, to drive the Lotus F1® Team car with three friends alongside winning cash prizes. To enter the competition, you simply input a unique code from the promotional pack at www.suremen.co.uk.

Here the consumer will be given a driver and finishing position for the next Grand Prix race, if their driver finishes the race in that position they win £10. Win or lose, they are automatically entered into the draw to drive the Lotus F1® Team car.

Paul O’ Connor Brand Manager for Sure Men, at Unilever UK & Ireland says “The partnership with the Lotus F1®Team and the on-pack sales promotion will provide the brand's consumers with the chance to see and live the winning impact that a high-efficacy, high-precision and high-performance brand like Sure Men can offer them.

“The range will bring new news to the male deodorant category, via an untapped but key motorsport passion point for the Suremen target audience. In addition, the on-pack promotionchallenges men to experience the thrill of F1® first-hand, encouraging consumer engagement, whilst keeping the brand at the heart of their experience.”

One can of Suremen is sold every five seconds in the UK[1] and the brand has a 28.9% share of the Male APA category[2]. The on-pack promotion and marketing campaign are set to drive incremental sales during the key summer months.

The packaging for the Suremen Lotus F1®range is red, black and gold, and has been designed to provide optimum standout and visibility in-store. The promotional packs will feature the official Lotus F1® Teamlogo and the unique competition codes. Promotional packs will roll out mid-March and the competition will run from April to the end of June 2013.